Box fresh
With new branding unifying all their packaging trade shows under the same umbrella , Easyfairs is ready to launch Packaging Weeks across Europe . Josh Brooks , event director of Paris Packaging Week , tells Emily Wallin how to clone successful elements and make a heritage brand feel brand new
After short-lived attempts to geoclone their packaging exhibitions in Shanghai and New York from 2017 , Easyfairs has now settled on Europe . They enlisted branding agency Butterfly Cannon to help unify ttheir successful long-running Paris shows ADF , PCD and PLD as Paris Packaging Week and now aim to serve the packaging industries across Europe with their cloned brands of London and Milan Packaging weeks .
Explaining the process of growing shows into new geographies , event director Josh Brooks says : “ In terms of how and why we did it , like any organiser
Josh Brooks
we ’ re looking for opportunities to grow the shows we have .
“ One of the early things is an enormous amount of desk research in terms of geo-cloning . It means a lot of deep competitor scanning . If the market we want to serve is served , by whom and which exhibitors are involved , which magazines or titles are involved , what associations are doing and what the landscape is for events in the market we ’ re looking at . It ’ s part of the business development function to run a massive spreadsheet of competitor events , how many exhibitors , visitors they have , what dates they are and trying to identify a gap from the competitive landscape .
“ The other thing we need to establish is whether there is a market there to serve at all , and if so how big it is , and
20 — June